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That Work

Merchant Lane

Inspired by Melbourne’s eclectic laneways, Merchant Lane is a unique collection of places to eat, drink and be entertained.

The challenge

TMC was integral not only in brand creation but in the development of the unique concept. The real challenge was creating brand loyalty to Merchant Lane.


The strategy

We further developed the concept and unique brand personalities for each of the ‘merchants’. We also defined how the venue would look and run on premise including opening times, staff uniforms and menus.

The result

The team created/managed everything from a modern responsive website, professional photography, social media, events, and collateral including rock posters to promote events. Following a successful pre-launch campaign and launch event, customers including patrons of the previous venue quickly adopted the Merchant Lane brand. This was evident by the rapid rise in followers on Instagram as well as a high level of engagement from followers who regularly post photos at the venue with the associated hashtags. Business is thriving for Merchant Lane.

Photos on the lane

It was important to capture all the different merchant’s styles and personalities in our photography so a careful brief was constructed to assist the photographer in bringing all the different parts of Merchant Lane to life! The photography is suitably dark and moody while also capturing the natural light during the day that gives the illusion of being outside.



Event promotion

Merchant Lane hosts regular events, from special menu nights to live music and DJ sessions. To give each event its own identity, we created unique rock posters. You’ll find the lane plastered with the posters, adding to its grungy, city laneway feel.


Interested in more?

Explore our archive below and see how else we’ve connected brands to people and people to brands.